Is PR The Solution For ‘Underdog’ Brands?
The many types of industries all have market leaders and the underdogs. Market leaders are characterized by the big companies that have made significant changes in the market and therefore they are well known since they have large budgets and expenditures and more resources to promote their service delivery. However, the industries lack equality and these aspects are reflected in the case of the underdog brands. Such brands struggle to exist and contain the competition that dictates the activities in the market. Underdogs also wish to register more profits and improve their brands in the market. Therefore, they try to be innovative at all times, persevere the market competition as they remain focused to the tasks and promote their values as they keep up the commitment in service delivery. In the current business world, the underdogs are adopting different factors as a measure of challenging the market leaders. The application of public relations has turned out to be effective as a solution to the underdog brands.
As a science or an art, public relations involve the strategic management of the company and streamlining the connections with the public where the clients are located. The underdog brands ought to establish effective relations with the diverse publics and promote the positive relationships at all times with consistent networking and communication at different levels such as social media. The consistency in the public relations will be achieved through the maintenance of a mutual understanding interaction between the company and the public. What comes out is a business environment that encourages efficacy in the service delivery thus influencing continuity of business services (Yan 2003, pp.447-456).
Public relations assist the company to determine what the customers love and what they want in relation to their needs. This involves persistent coordination and cooperation through community partnerships. Customers at some point will have to change their view of the brands and shift to alternative brands (Walker 2013, p.219). Over time, they develop trust from the company and appreciate their levels of service delivery. Majority of the clients are usually influenced by their attitudes and more so the interactions with the market as they strive to make choices based on the best brands. In the business world, it is always considered that the client is always right. Public relations have to ensure that the client has a positive attitude towards the brand and the company at large (Wang & Muehling 2012, pp.605-622).
The aspect of public relations operates as part of the meeting point of company administration and management, different levels of ethics including behavior change that reflects positivity in service delivery. The company becomes reliable and happens to establish, improve, and extend the favorability and status of the brand in the business environment. Underdog brands will have to embrace public relations by deeply understanding the nature of the clients based on their ideas and the social factors that influence their conduct and attitude towards the brands. At this stage, it becomes easy for the clients to shift their choices from the bug brands to the underdog brands (Wang & Muehling 2012, pp.605-622).
As a solution to the underdog brands, public relations enable the customers to move clear of the conventional corporate communications into the new digital world that is characterized by effective forms of community interactions. Underdog brands will be able to establish the right content and services that are meant for the right customers linked with the mutual understanding of each time. All these aspects become achieved at the right time thus influencing the overall satisfaction of the customers. In relation to the effectiveness of a company’s public relations, they are able to improve their service delivery, adopt different changes that conform to the demands of the market. The management of the company will then have to alter their policies and initiate new and relevant changes to their brands as suggested by the clients and in relation to their needs (Walker 2013, p.219).
The consistency in the interactions with the public will give the company significant advice and suggestions which will definitely benefit the brand’s image at different levels both locally and internationally. What the underdog companies need is recognition and ensure their reliability to the customers’ demands. Public relations in the current business environment are a universal aspect which helps to create solutions to the challenges affecting the underdog brands. Through public relations, a company combines its services through community initiatives and partnerships (Wang & Muehling 2012, pp.605-622). This improves their commitment and develops a clear understanding of the underdog brand. Therefore, its purpose in the industry becomes streamlined and its challenges are addressed to conform to the clients’ demands. In addition, the positive relations enable the company to exploit the different ideas that accrue from research and knowledge (Newcomb 2007, p.26).
Public relations develop into an effective solution through the incorporation of services such as the international, national, local, and regional media relations. Media relations enhance the relationship between the company and the community at large. Currently, there are different ways of connecting with the community especially social media. It becomes easy for the company to promote their business and service delivery by having to adapt to the changes dictated by the clients concerning the business environment and more so the market place where various brands compete for customers (Komaromi 2003). Through public relations, company administration has to promote customer service and community outreach programs. Such services influence the attitudes of the customers, as they are able to open up concerning the brands. Positive remarks from the client will definitely motivate the company workers to work even harder and raise the status of their brand. Once the contact between the company and the community is positive through enhanced public relations then it becomes easy for the company to challenge the bigger brands in the market place (Aaker 2012). Therefore, public relations are a solution to the underdog brands as they seek to counter the tough competition with the leaders in the industry.
Aaker, DA & Joachimsthaler, E 2012, Brand leadership, Simon and Schuster, London.
Komaromi, K 2003, Building brand communities, viewed on 24 october 2015<http://cdgroup. blogs. com/design_channel/brand_communities>
Newcomb, K 2007, “Branding Development Process: Beware of Brand Quick Sand,” The Debt vol.22, no.3, p.26.
Walker, P 2013, “Public relations and globalization,” The Public Relations Handbook, pp.219.
Wang, A & Muehling, DD 2012, “The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising,” International Journal of Advertising, vol. 31, no. 3, pp. 605-622.
Yan, J 2003, “Branding and the international community,” The Journal of Brand Management, vol.10, no.6, pp.447-456.
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